Meanwhile, a Gardendale, AL, jeweler has to refund about $70,000 to customers for the safety. No wait, scratch that. Lloyd’s of London, the famed insurance carrier in England, has to pay it. And the jeweler, Jeff Dennis, gets to reap the publicity. This is from his Facebook page, last week:

“Any purchase of jewelry, Gift Cards, or payments made on layaway or special orders will be REFUNDED if there is a Safety (the 2 point kind of safety:) LOL) in tomorrows game between Denver and Seattle! The promo dates are 1/21 thru today!”

His pregame post was rather prophetic: “Alright. I say somebody just get a safety in the first 10 minutes and lets enjoy all the commercials after that!”

It’s the third time Dennis has come up a winner for customers with headline-grabbing promotions. In 2012, his first promotion paid off when Alabama shut out Auburn 49-0 in the Iron Bowl. That payoff made worldwide headlines for the jewelry store. The next summer, Dennis offered a similar deal that would give customers their money back if an inch or more of rain fell at the Birmingham-Shuttlesworth Airport on Labor Day, and 1.42 inches fell.